What is a single source of truth?

The concept of a "single source of truth" for customer data is crucial for organizations looking to consolidate disparate data sources into one unified, accessible platform, typically a cloud data warehouse like Snowflake, Redshift, or BigQuery. Unlike systems of record, which store specific types of data, a single source of truth aggregates and integrates data from multiple systems, such as CRM, billing, and product analytics, enabling teams across an organization to make informed business decisions. Although technically and operationally complex to implement—requiring data modeling, governance, and integration—this centralized approach ensures consistency and accuracy, fostering a data-driven culture that aligns various departments. While challenging, the benefits include a holistic view of customer interactions, improved decision-making capabilities, and enhanced team collaboration. However, it's essential to prioritize data sources, consider data governance, and carefully model data to align organizational goals.